A study has revealed the majority of global senior advertising executives recognise digital out of home (DOOH) advertising as the best way to reach young, tech-savvy consumers on the go.
Alfi (NASDAQ: ALF), an AI enterprise SaaS advertising platform, reveals that 61 per cent of senior advertising executives strongly believe DOOH advertising is the most effective way to reach young people on the go.
Furthermore, the company found 86 per cent of advertising executives believe people on the move are in an active mindset.
Thereby, there is widespread confidence that people on the move have increased alertness outside of their homes.
Importantly this means that young, affluent consumers, who are likely to spread brand messaging via word of mouth and social media, carry out more mobile searches after interacting with DOOH ads than any other media.
Peter Bordes, interim CEO, Alfi, said, “With web browsers increasingly blocking cookies and crowds returning to stadiums, airports and rideshares, DOOH is set to grow as ad spend is rapidly relocated to the OOH sector.”
“Young adults, while ad resistant and light users of traditional media are spending more time out of home and have a variety of digital media touchpoints.”
Thus, young people are a perfect target for DOOH ads.
When asked to pick the top five sectors that will see the biggest DOOH ad increase over the next three years, 76 per cent of senior ad executives cited entertainment and media, 62 per cent selected finance, 59 per cent chose the fashion industry and 52 per cent said health and beauty.
Bordes concluded, “With more and more traditional sectors are becoming aware of the effectiveness of DOOH advertising, we can expect a higher focus on data-driven insights.”
This will be achieved by expanding advertising capabilities, analytical sophistication and delivering it all seamlessly over multiple devices.
Bordes attests that this will lead to confident purchase behaviours and one-to-one connections with consumers.
For findings, Alfi commissioned global research company PureProfile to conduct 100 interviewers with global senior advertising professionals.
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